佛山市九江酒厂有限公司营销渠道问题及对策研究.docxVIP

佛山市九江酒厂有限公司营销渠道问题及对策研究 摘要 广东米酒是指广东地区特有的以大米、黄豆等为主要原料生产的豉香型米酒，佛山市广东米酒的发祥地，迄今已有200年多年的历史，米酒在大众眼中是一种低端酒，许多社交和应酬的场合无法满足人们的消费需求。九江酒厂是广东米酒的主要企业之一，不仅对内要面对米酒企业的竞争，对外还要面对其他米酒产品的市场压力。 本文在对国内外有关营销渠道方面的概念和研究文献梳理的基础上，总结米酒行业市场现状，重点对米酒行业营销渠道模式进行深入分析；通过调查掌握佛山市九江酒厂有限公司的基本简况，并分析了公司在营销渠道上的现状和存在的问题；然后从营销渠道模式、渠道管理、渠道结构等几个方面提出相应的改进建议，并对实施营销渠道改进的实施提出保障措施。 关键字：广州米酒；九江酒厂；营销渠道；问题；对策 ABSTRACT Guangdong rice wine is unique to the region refers to rice, soybeans and other soy as the main raw materials to produce rice wine flavor, Foshan City, Guangdong, the birthplace of wine, so far, 200 years of years of history, rice wine in the public eye is a low-end wine, many social and entertainment occasions unable to meet the peoples consumption demand. Jiujiang winery is one of the major enterprises in Guangdong rice wine, rice wine to face competition not only domestic companies, but also the face of external market pressures other wine products. Based on the aspects related to the concept of marketing channels at home and abroad and research literature review on the status of the industry market summary of rice wine, rice wine industry focusing on in-depth analysis of marketing channel mode; through investigation and basic profiles Foshan Jiujiang Winery Co., Ltd. and analyzes the companys current situation and problems in the marketing channel; and submit suggestions to improve several aspects of marketing channel mode, channel management, channel structure, marketing channels and improve the implementation of the implementation of safeguard measures. Key words：Guangdong rice wine；Jiujiang winery；Marketing channels； problem； countermeasure  目 录  TOC \o 1-3 \h \z \u  HYPERLINK \l _Toc447724380 第一章绪论  PAGEREF _Toc447724380 \h 1  HYPERLINK \l _Toc447724381 1.1 研究背景  PAGEREF _Toc447724381 \h 1  HYPERLINK \l _Toc447724382 1.2 研究目的与意义  PAGEREF _Toc447724382 \h 2  HYPERLINK \l _Toc447724383 1.3国内外研究现状  PAGEREF _Toc447724383 \h 2  HYPERLINK \l _Toc447724384 1.3.1 国内研究情况  PAGER